Writing human sense to make business cents.
Real emotion. Sharp psychology. Brands that actually land.
I've spent a weird amount of time studying how people actually talk. Not the LinkedIn version. Turns out, that's useful when you're trying to make brands sound human. Now I get paid for it.
I've worked with 35+ clients across industries and platforms. Helped launch brands. Ran campaigns that actually hit targets. Managed accounts where I was equal parts strategist, marketer, and client manager.
If your team needs someone who can think, write, and handle humans, let's get started.
✦ Double gold medalist. Journalism + psych background.
Possibly too invested in understanding why people click things.
A handful of things I've built, written, and strategised. More where this came from.
Managing multiple sub-brands with drastically different target demographics under one umbrella, requiring distinct tones ranging from empathetic mothercare to bold, taboo-breaking body care and tech-led male grooming.
Built tailored psychological messaging frameworks and 360-degree copy assets for web, performance media, quick-commerce banners, push notifications, and social. Focused on converting technical specs into intuitive human benefits.
Maintained narrative consistency across 5+ portfolios, driving higher engagement on digital channels and optimizing full-funnel conversion across web and quick-commerce platforms.
Converting complex financial solutions and merchant-facing product features into relatable, non-boring short-form video scripts that grab attention in the first three seconds and build credibility.
Developed UGC-style video flows and script frameworks focused on real merchant pain points, conversational hooks, and natural visual cues. Kept narrative structured yet authentic so creators could deliver punchy, human-first messaging.
Boosted viewer retention and watch time on short-form video channels, making financial products approachable and driving higher click-through rates on top-of-funnel ad campaigns.
Real estate event needed to drive registrations and exceed attendance targets within a 6-week timeline.
Built urgency-driven campaign messaging and created promotional content across multiple channels.
Exceeded attendance targets within deadline through strategic content and clear call-to-action messaging.
Homegrown ice cream brand needed a campaign strategy to capitalise on mango season and drive both online engagement and in-store footfall.
Built a seasonal content strategy around the summer campaign, developed the full social calendar, wrote copy, and executed posts. Balanced product promotion with content people actually want to share.
Grew brand's social following and drove measurable revenue lift through the campaign period.
Loved gifting brand needed consistent content that kept pace with weekly new collections without losing creative quality or brand personality.
Built a content strategy around the weekly drop format, 15 posts a month, each aligned to collection themes, audience psychology, and platform behaviour.
Improved engagement metrics and built a content cadence that made weekly launches feel like events worth showing up for.
AI product needed clear, conversion-focused website copy that explained technical features to non-technical buyers.
Translated complex AI functionality into benefit-driven messaging and rewrote website content for clarity and conversion.
Simplified product communication, making technical value proposition accessible to a broader audience.
Managed content strategy and ghostwriting for 5 B2B accounts across AI, SaaS, healthcare, and automotive industries. Work included blog content, website copy, and thought leadership strategy for US-based clients.
Client details available upon request.
Thoughts that didn't fit in a brand deck.
On wanting everything all at once, and learning what it means to hold hope without burning out.
A honest look at the in-between spaces — not the highlight reel, not the low points, but everything that lives in the middle.
On being present, being heard, and what it means to tune into someone completely.
No pitch decks required.
Not sure if you need full brand strategy or just someone to fix your messaging? That's fine.
Most of my clients weren't sure either when they first reached out.
We'll talk, I'll tell you what I think you actually need, and we'll go from there.
it's okay to take a day off from reality
and live in your head